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Fresh &amp; Easy Goes After Families

Retailer introduces six prepared meals, serving four for $8.

March 19, 2009, 08:00 pm

EL SEGUNDO, Calif. -- To address consumers' attempts to stretch dollars and feed their families on a budget, Fresh & Easy Neighborhood Market, operator of more than 100 small-format grocery stores in the Western U.S., launched six new prepared meals that feed a family of four for $8.

Also, the retailer will introduce additional larger sized products to meet the growing customer demand over the next several months, the company stated.

"Customers are telling us they are looking for larger sizes to feed their families on a budget. Our kitchen products have been very popular—such as our chicken alfredo and macaroni & cheese—so we are introducing portions that are large enough to feed a family of four for only $8," Simon Uwins, chief marketing officer, said in a statement. "As always, we will continue to listen to our customers and respond accordingly."

Fresh & Easy’s meals are developed by a team headed by Chef Mike Ainslie, and are prepared fresh daily. The products contain no artificial colors, flavors or added trans fats, and only use preservatives when absolutely necessary, the company stated.

The company also plans to introduce 18-count family-sized egg cartons, a jumbo-sized fresh pizza, larger packs of fish, and family-sized snacks and hot dogs.